Fentimans, the producer of a range of premium soft drink and mixers has announced that they will be launching their first national campaign that will be dedicated to Ginger Beer. Fentimans Ginger Beer is known for being the original and bestselling premium adult soft drink. Sales of this product have been recorded at 29% year on year growth in the on-trade.
Fentimans have started the campaign by launching an experimental activity which has taken place at a number of different leading universities. The aim of the experiment is to introduce Ginger Beer to a new generation of consumers. The tour of this campaign started on Sunday the 17th September at St. Andrews University. Following this launch, the campaign tour will also see the beverage being offered at Durham, Exeter, Cirencester and York.
There is a significant level of competition between brands seeking to appeal to this sought-after audience. In order to fight for an edge, Fentimans has teamed up with the theatre company that worked on the highly successful ‘Gin Chronicles’, a hit at this year’s Edinburgh Fringe. The theatre company have been recruited by the premium soft drink and mixer company to perform street theatre in the quadrangles of some of the most prestigious education establishments in the UK. The brand has also launched an Instagram competition in order to appeal to the university students. The #FreshAsFentimans competition will reward the poshest pre-drinks party held at each University.
This experimental campaign will also be supported by a digital campaign, which will consist of targeted print advertising and in store activity throughout September and October. Fentimans is focused on delivering an integrated campaign that focuses on Ginger Beer in order to try and recruit a younger audience for this refreshing beverage. The university campaign is only the start of more ambitious plans over the course of the next months and years.